文化創意產業認知影響原住民族文化認同與族群意識之研究-以屏東縣三地門鄉為例

The Effect of Cognition of Culture and Creative Industries on Cultural Identities and Ethnic Awareness of Indigenous People – A Case Study of Sandimen Township in Pingtung County

賴陳揚(Lai, Chen Yan)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00293

摘要

論文摘要內容：
屏東縣三地門鄉轉型當地原住民文化特色，成功吸引觀光客前往旅遊，推廣排灣族文化並帶動地方經濟成長；然而生活形式的改變，形成一種新的社會型態，會不會也改變了部落的文化價值，取而代之的是商業化的利益關係，又或者藉由產業轉型的經濟成長提升當地原住民族對自身文化的認識與文化認同。
本研究以涵化理論進行歸納整理並透過關鍵字進行分析研究，從業者、公部門、學者的深度訪談方式，了解屏東縣三地門鄉分析其文化創意產業影響原住民族文化認同與族群意識概況，談討文化創意產業發展之建議，並針對問題提出具體可行之策略，作為業者與政府施政參考。
研究結果顯示：文化創意產業涉入程度對原住民族的文化認同是有所提升的，將使年輕一輩的青年，更容易了解自身文化，提升自我文化的認同；然在自我文化認同的提升下，研究發現族群意識並不一定跟著有正面影響，由於政治、宗教、以及社會資源的分配導致各自為陣，無法凝聚族群共識以及共同信仰。根據研究結果，提出具體可行之建議，期盼屏東縣三地門鄉在未來文化創意產業的規畫與執行上能更臻完備。

關鍵字

文化創意產業 ； 文化認知 ； 文化認同 ； 族群意識

並列摘要

The contents of abstract in this thesis:
“Cultural and Creative Industry” has been in a strategic position not only to boost economic growth but also to promote the transition of local traditional industries. Indigenous cultures are parts of multiculturalism in Taiwan. However, the indigenous cultures have dramatically changed and declined because of migration and reclamation of dominant tribes. In order to foster sustainable development of indigenous culture, the local government of Sandimen Township in Pingtung Country promotes local indigenous culture, attracting more and more tourists to visit the local villages. The development of tourism advertises the Paiwan culture and increases the local economic growth. On the other hand, the new life style has led to a new state of the indigenous society, bringing up more new issues to be discussed. Will the new life style also change the cultural value of indigenous tribes? Will the business interests become the main value? Is it possible that the economic growth due to the transition of industry will reinforce the cultural identity of local people and knowledge of their own cultures?
This research adopted the “cultivation theory” and analyzed the content by keywords. The author conducted in-depth interviews with local people, civil servants, and scholars to collect date and information about how cultural and creative industry in Sandimen Township in Pingtung Country influenced the indigenous cultural identity and ethnic awareness. Regarding the development of cultural and creative industry, the suggestions and solutions were also presented as reference for the local people and the government.
There are two main findings of this research: 1. The development of cultural and creative industry reinforced the cultural identity of indigenous people. Through the transition of traditional industries, younger generation had more opportunities to learn more about its own culture, strengthening self-cultural identity. 2. With reinforced cultural identity, the ethnic awareness changed in a different way. Owing to different politics, religions, and allocation of social resources, community consensus and common beliefs were hard to be united or coexist in harmony. According to the research results, the suggestions were presented in the following paragraph in order to facilitate the overall development of the cultural and creative industry in Sandimen Township in Pingtung Country in the future.
The suggestions were presented in three dimensions: 1. Public sector: change the normal subsidy plan into competitive plan in order to enhance the competitiveness of the industry. Give more flexibility to the industry in terms of the legal issues. Moreover, create a strong partnership among the public sector, private sector and the NGOs. Integrate marketing resources and strategy by cooperating with professional consultants. Plan a complete and well-organized transportation system. Apply for patent or intellectual property for cultural and creative products. Promote cultural facilitating training programs for teachers in order to pass on the indigenous culture. 2. Private sector: create product and brand identity. Adopt hunger marketing. Strengthen the connection between cultural and creative industry and local industry. Combine local industry, traditional culture, and ecological resources and create various in-depth tours. Use social media to build creative individual website, providing immediate information. 3. NGO: Based on the concept of social corporate, combine related resources to develop local industry. Establish a new community combining cultural and creative industry and the local industry, making it a new tourist spot. Set an individual marketing department to execute and facilitate the local marketing strategy

並列關鍵字

cultural and creative industry ； cultural awareness ； cultural identity ； ethinic awareness

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